Search engine optimisation is the art of making a website come up higher in the search results of major search engines.

Each major search engine has a unique way of determining the importance of a given website. Some search engines focus on the content or copy. Some review Meta Tags to identify who and what a web site's business is. Most engines use a combination of Meta Tags, content, link popularity, click popularity and longevity to determine a sites ranking.

The procedure of website optimisation ensures that a website has all of the necessary ranking criteria to appeal to the individual search engines requirements.